Samsung Case Study
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Team D, Week Two, Phase 1
* An overview of the existing organization
Samsung is a leading company in the technology, and various other markets. “For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship company, Samsung Electronics, leads the global market in high-tech electronics and digital media” (SAMSUNG, 2013., Welcome to Samsung).
* A description of the new product or service
The product we have determined to create for Samsung is a pay-as-you-go phone for Samsung to provide to cellphone carriers, and the carriers to provide to customers. The phone will be running the Windows Phone operating system, and is slightly lower in specifications than the top notch contract bound Windows Phones that Samsung currently offers. We chose the route of the pay-as-you-go cellphone market because that market is growing in popularity, along with the Windows Phone operating system. Currently, Samsung only offers Windows Phone based cellphones that are available through purchase of a one or two year contract through a participating provider. By offering a Windows Phone based pay-as-you-go phone, Samsung can tap into the broad and expanding market, and gain market share in a market they have been absent from.
* An explanation of the importance of marketing to your selected organizations success
The marketing campaign that will be set forth for this product is crucial to the success of Samsung and their product. Marketing for this type of device is essentially three parts. Samsung, being the manufacturer of the hardware, will market the hardware itself, such as the design and features that will benefit the customers. TracFone, the pay-as-you-go cellphone service provider, will market the cellular service itself, the pricing of the monthly payments, and features of the cellphone service. Finally, Microsoft, being the producer of the embedded software, will market the software itself, focusing on the feature sets of the software that will be embedded on these devices.
Because this is a three part, joint effort in marketing, it is of utmost importance that the three companies work in tandem with each other, or at least feed off one another. Microsoft currently has the marketing under control with the Windows Phone software. Samsung and TracFone would need to begin focusing on the marketing of the new device.
The primary focus of the marketing campaign for Samsung should be about the phone, the price of the hardware, and marketing it in a way that allows customers and prospective customers to take notice of its existence in the market. The portion of marketing that determines a customer needs has already been taken into consideration by taking note of the growing demand in the pay-as-you-go market. Samsung can market the device several ways: the company can advertise on television, they can advertise in magazines, on billboards, and in social media forums.
TracFone, the cellular service carrier and ultimately the provider of the phones and services to customers, will be marketing the device in the store locations